Finding emotional motivators using jobs-to-be-done customer interviews by Hostile Sheep

The following article was written by Jordan Julien, Founder of Hostile Sheep, User Experience and User Research consultancy in Toronto, Canada.

I got early access to the Customer Experience Deck from Jeremy Dean. After remixing his deck with the Hostile Sheep approach to Jobs-to-be-done, I supported his Kickstarter and got 5 decks.

The big news: I completed two studies using the new approach and it's fantastic.

Those familiar with JTBD know how rational the whole process is. Customers understand rational, logical questions. They're great at telling rational, logical stories. The problem is uncovering emotional needs or desired emotional states. We all know emotion plays a major role in hiring (or firing) products.

The Customer Experience Deck has been instrumental in uncovering these emotional needs and desires. It's been a fantastic tool when conducting customer interviews, so I wanted to share how Hostile Sheep has used it.

I’ve been a huge...

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Canteen and riders&elephants team

How the Emotional Culture Deck helped the youth leadership team from the CanTeen’s Hawkes Bay branch

Young people don’t expect to come face to face with cancer, but they do. Cancer is terrifying for anyone, but for a young person already dealing with what life is throwing at you, cancer – your own or that of a family member – is an unexpected curveball.  Dedicated to supporting young people 13-24 come to grips with the emotional and practical toll of cancer, CanTeen gets it.

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Earlier this year during one of the Hawke’s Bay branch’s leadership meetings, CanTeen Youth Support Coordinator Kerrie Waby added an agenda item: How to help young people emotionally open and discuss what they felt when they were first diagnosed with cancer.

The opportunity to support CanTeen had come about after meeting with Anthony Gouder from the Hawkes Bay Regional Council during the previous month. Anthony had signed up to test one...

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